Chelsea’s shirt sponsor Three RESUME their partnership with the Blues following Roman Abramovich’s sale to Todd Boehly after the mobile firm paused marketing duties in wake of sanctions placed on the club
- Chelsea’s shirt sponsor Three have resumed activities with immediate effect
- The mobile firm had suspended ties after the club were hit by sanctions
- But after Roman Abramovich sold to Todd Boehly, the partnership has resumed
Chelsea’s sponsorship deal with Three is up and running again after Todd Boehly completed his purchase of the club from Roman Abramovich.
The mobile firm were one of two Chelsea sponsors who decided to suspend their partnership with the club in the wake of crippling sanctions placed on them by the Government amid Abramovich’s close ties to Russian president Vladimir Putin.
They joined car manufacturer Hyundai in temporarily cutting ties after Russia’s invasion of Ukraine at the start of the year, with Three saying it was ‘the right thing to do’ after the radical steps taken by the Government.
But the club have now confirmed the deal – signed for around £40million in 2020 – is back under way ‘with immediate effect’.
A Chelsea statement read: ‘Following the sale of Chelsea Football Club we are pleased to confirm that Three are restarting their marketing activities with immediate effect.
‘As a result of UK Government sanctions imposed on Chelsea FC’s previous ownership in March, our official shirt partner Three decided to pause their marketing activities with the Club until the impact of the sanctions on the Club ended.
Chelsea’s sponsorship with mobile network firm Three has resumed after the company suspended ties amid sanctions placed on them by the Government
Roman Abramovich (L) selling the club to Todd Boehly (R) has allowed the deal to resume
‘Three’s partnership with Chelsea began in 2020 and their logo has been on our shirts during a highly successful period for the Club, with the men’s team winning the Champions League and being crowned world champions, and Chelsea Women securing the domestic quadruple and a league and cup double in that time, as well as reaching the Women’s Champions League final.
John Rogers – Chelsea Football Club’s head of global partnerships – added: ‘Following the recent pause in their activities, the Club is pleased to have resumed our work with Three and we look forward with excitement to the start of the new season, together.
‘We would like to thank all Club partners for their support now and in the future.’
Boehly completed his £4.25bn Chelsea takeover at the end of May, putting an end to uncertainty at the club following sanctions that saw them unable to sign players or agree new contract, sell tickets or merchandise to fans and with their away travel budget capped.
Chelsea started their sponsorship with Three in 2020 on a deal for the next three years
Three’s initial statement after suspending their deal in March confirmed it wanted its logos taken off the front of Chelsea’s shirts – though this never came to fruition.
‘In light of the government’s recently announced sanctions, we have requested Chelsea Football Club temporarily suspend our sponsorship of the club, including the removal of our brand from shirts and around the stadium until further notice,’ a spokesperson said.
‘We recognise that this decision will impact the many Chelsea fans who follow their team passionately. However, we feel that given the circumstances, and the Government sanction that is in place, it is the right thing to do.’
Hyundai followed suit two days later in another huge blow to the club and their sponsorship income.
There were fears Nike, Trivago (pictured) and Hublot could all follow suit before committing to their deals with the club
Chelsea faced an uncertain spell that saw them unable to sign players, agree new contracts or even sell tickets or merchandise
A statement released by Hyundai said: ‘Hyundai has become one of the strongest partners in football over the years and the company supports the sport to be a force for good.
‘Through our partnership with Chelsea FC, we are proud supporters of the players, the fans and grassroots football.
‘However, in the current circumstances, we have taken the decision to suspend our marketing and communication activities with the Club until further notice.’
There were fears other sponsors including Nike, Hublot and Trivago could also turn their backs on the club to avoid ‘guilt by association’ – with companies around the world desperate to avoid being linked to Putin’s Russia – but all three stayed put.
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